B2B Advertising:
How to Optimize Your Online Advertising on Linkedin, Google and More

According to emarketer’s forecast, US B2B companies will spend over $6 billion on online advertising in 2019, which is up 18.7% from the previous year. Since 2017, the market in the US has grown by $1 billion annually, thus arguing for further investment in quality online B2B advertising to set yourself apart from your competition.

What Are the Types of B2B Advertising?

Social media ads

Every social media platform offers the option to advertise on it, be it Linkedin, Twitter for business or Facebook for business, to name a few. There are two different kinds of advertising on these platforms: organic, which is the natural reach of your posts to your followers, and paid, which is an extended reach of your posts to anyone within the demographic you pay to target.

Search engine marketing

Search engines like Google and Bing offer the option to advertise based on keyword context search using the PPC (pay-per-click) model for lead generation or CPM (cost-per-thousand/cost-per-mille) to boost awareness for your solution.


The art of showing “extra exposure” paid ads to people who were previously involved in any sort of interactions on your website/ads. The idea is to use computer cookies to “follow” your potential clients online on other web publishers, re-expose them, and increase the chances of converting them.

Video ads

While Youtube is the obvious place to run video ads, other platforms should be considered as well, such as Vimeo, Linkedin, Twitter and others.

Display ads

Visual ads that appear on targeted third party websites or newsletters in the form of a banner or any industry-sized ad.

Native ads

The use of paid advertising that matches the “look and feel” of the publisher in which they appear. As opposed to Display Ads that look like ads, native ads seem like an integrated function of the publisher platform.

What Are the Benefits of Internet Advertising?

Target potential clients quickly and easily

You can target potential clients based on demographics and firmographics such as geography, role, level of interest, and much more.

Get immediate analytics and improve

Built-in analytics, combined with the high level of control over Internet Advertising, mean that you can improve your ad as it runs, thus adjusting and optimizing its effectiveness.

Test multi-ads results on a small scale, then extend the scope

The ability to test multi-ads results on a small scale gives you the freedom to experiment with your ads and optimize them before having to commit to a larger ad scope.

Collect metadata about your advertising audience

Online advertising allows you to collect metadata about your audience. For example, where they were located when they interacted with your ad and what kind of device they used. This kind of data is helpful for your future advertising or lead generation efforts.

Retarget to reach higher effectiveness of the ads

Only Internet advertising offers you the opportunity to retarget your audience, which increases the amount of exposure to your message.

What Makes Digital Advertising Effective?

A well-defined message and target audience

Targeting effectively is key. Trying to sell to someone who is unlikely to be interested is counterproductive.

Constant monitoring of results

This allows you to constantly optimize your advertising efforts.

A/B testing of various ads

Having two different versions of the same ad and making potential clients see only one of them at random allows you to collect analytics on both versions to decide which ideas work better and how to optimize your ads.

Automate the process

Automation reduces the amount of monitoring you have to do during your campaign and enhances the ad’s performance.

Integrate the ads with other campaigns

Synergy between different campaigns is likely to lead to better effects overall. We call this the “1+1=5 effect”.

Overall, digital advertising is an extremely powerful tool for businesses looking to start a B2B campaign. Using a combination of the above-mentioned processes, Direct Objective can guide you to properly plan such a campaign and execute it with confidence.

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Do you have questions about online advertising? Do you want to know more about Google Advertising, LinkedIn Advertising, or how to start your B2B advertising?

 Contact us today at Direct Objective and we will gladly answer all of your questions!

Marketing Process: Market research, go-to-market plan, corporate branding identity, execution of SEO, white paper writing, social media, business blog and webinars.


“At Epicad, Gil developed the marketing plan for a mobile business application. His quick grasp of the salient points of a high-tech product was remarkable, and as a small company we greatly appreciated his ability to develop and implement an effective plan using innovative and cost-effective means to wring the greatest impact from a limited marketing budget. His professionalism and loyalty were much appreciated.”

Julian Tuck, CEO, Epicad (Now at ReFacta)